You have to watch the guy in the rough and that is down to the vagaries of the US networks, if you don't follow him around the course.

Funny you mention this. I followed him, Kuchar and Woodland for a little more than an hour last month. Didn't really see anything out of the ordinary. He was in the rough (trees, near bunkers, etc.), more than once.

in making a Stroke or the backward movement of his club for aStroke and the Stroke is made,

in creating or eliminating irregularities of surface within the Teeing Ground or in removing dew, frost or water from the Teeing Ground, or

on the Putting Green in removing sand and loose soil or in repairing damage (Rule 16-1).

As long as you don't press the club down, you are allowed to put it down behind the ball in the rough. The issue in this thread, is that players repeat this process 4-5 times and potentially improving the lie a little each time. I would like to see a comment on this from the USGA. If there are no rules to prohibit you from doing it 5 times, can you do it 10 times? 15? You don't even have to walk back and forth like Keegan. You can address the ball, step back, address it again, etc.

A look at PGA Tour Stats reveals the difference that seperates the top ten players amoung scoring average is less than one stroke. Any measure they can take, within the rules, will keep them one step ahead of the rest. Hence addressing the ball in the rough with unforeseen intent of pushing down grass to separate from ball. Heck, how many players mark their ball on green in a questionable manner.